Targeted marketing to ethnic minority youth

Introduction: Disproportionate exposure of ethnic minority youth to marketing of high calorie foods and beverages is strongly implicated as a contributor to the higher prevalence of obesity in ethnic minority compared to white youth. For example, access to supermarkets is lower and access to fast food restaurants is higher in African American communities. African American youth and adults are exposed to more advertising of high calorie foods and beverages, through multiple sources, compared to whites or general audiences. Methods: Two approaches were used to identify and contextualize social justice issues raised by targeted food and beverage marketing to ethnic minority youth. We conducted a narrative literature review to compare and contrast youth or ethnic targeted marketing issues for foods and beverages, entertainment violence, alcohol and tobacco. We conducted focus groups with African American youth, adults, and elders to directly assess their views of targeted marketing tactics. Results: The failure of current regulatory approaches to prevent excess exposure of ethnic minority youth and adults to targeted marketing of high calorie food and beverages reflects broader health disparities issues related to marketing practices. Effective counterarguments to marketing targeted by ethnicity are needed but face complex challenges. One challenge is that the views of ethnic minority consumers do not always align with public health advocates' perceptions about exploitation. Discussion: Targeted marketing of harmful or potentially harmful products to ethnic minority youth is a widespread problem that raises complex social justice issues regarding how ethnic consumers are viewed and interact in the marketplace.